The Healthcare Rebellion with Dr....
Bold Branding, Radical Hospitalit...

Bold Branding, Radical Hospitality, and the Future of Social Media in Healthcare — with Mark Fisher

The Healthcare Rebellion with Dr. Frank Benedetto di Frank Benedetto
23 feb 2026
50:44

Note sull'episodio

What if the reason your marketing feels flat is because healthcare taught you to strip every ounce of personality out of it?

Mark Fisher built one of the most talked-about gyms in New York City not because he had the best equipment or the lowest prices, but because he refused to be boring. Mark Fisher Fitness grossed nearly $34 million over its lifetime, called its clients ninjas, and used a unicorn as its symbol. Mark's branding philosophy, rooted in the Seth Godin "purple cow" concept and a deep belief that people want to work with humans, not institutions, is something the healthcare world desperately needs to steal.

This conversation starts in branding and takes a hard, honest turn into something a lot of business owners are privately wrestling with but rarely say out loud about social media.

In this raw and wide-ranging conversation, Mark and Frank reveal:

  • Why healthcare's obsession with over-professionalization is costing clinicians patients and what fitness figured out that healthcare hasn't
  • How to identify what makes you genuinely angry about your industry and use that as the foundation of your brand (in a constructive way)
  • Why building around a personal brand is a cheat code for early growth and how to do it without becoming a dancing monkey
  • The social media conversation nobody in healthcare is having honestly and what both Frank and Mark have decided to do about it
  • Why local healthcare and clinic owners are wasting time on social media they will never get back
  • How to operationalize hospitality at every touchpoint including the ones most providers forget exist
  • Why spirituality and calling belong back in the conversation about healthcare — and what happens when clinicians lose touch with theirs

Frank also pulls back the curtain on his own shift away from social media as a primary marketing engine, and what the new model for The HoneyBadger Project actually looks like.

This one will change how you think about your brand, your marketing, and why you got into healthcare in the first place.

CONNECT WITH FRANK

CONNECT WITH MARK